Spirits Pub of the Year 2008: The Great Eastern, Brighton, East Sussex
When the master distiller of Jack Daniel's travels all the way from Tennessee to a small corner local in Brighton, you know this is a venue that takes its spirits seriously.
The Great Eastern was one of the venues visited by Jeff Arnett from JD during a recent trip to the UK. The pub is passionate about its American whiskey, and recently purchased its own barrel of JD's top-shelf single barrel Tennessee whiskey.
From the outside the Great Eastern doesn't look like somewhere that might harbour a
selection of 60 whiskeys from across the pond. The 150-year-old venue has been run by Pleisure Pub Company for 11 years, and around three years ago began to specialise in American whiskey.
The evolution of the house whiskey list reflected the enthusiasm of Pleisure managing director Nick Griffin and his staff for good quality spirits rather than mainstream products.
But this was also a business decision: the margins on a tied leasehold pub are small, and through active promotion of the spirits range and good levels of staff knowledge, spirits sales at the Great Eastern rose to 27 per cent of total sales, with a 73 per cent GP on spirits as opposed to 60 per cent on drink overall.
The success of spirits sales has helped the overall 'numbers' for the venue with year-on-year increases of 16 per cent in turnover and 20 per cent in profit.
The whiskey range at the Great Eastern is promoted on its website as well as a list that sits on the bar. Newsletters and a Facebook page keep customers up-to-date with new products and events such as the monthly 'Music to Drink Bourbon To' evenings.
Mark-ups are tapered on the more expensive products to ensure products sell rather than sit on the shelf and encouraging consumer trial.
The JD Single Barrel initiative took the collection to the next level but at the same time remained good business. It cost almost £8,000, yielded 220 bottles and is sold at venues across Pleisure's 15-pub estate at £3.10 a measure. The empty barrel is displayed upstairs, while Jeff Arnett's recent visit was a big draw for regulars.
Customers who don't want whiskey aren't left high and dry either: there's a solid range of four or five premium brands in each of the other categories, as well as a small cocktail list displayed on a blackboard, plus a good range of real ales and other beers.
Staff training is also important for the venue. As soon as they start employees are given a basic induction then encouraged to attend regular sessions offered by the different brands and, as they approach management status, Wine & Spirit Education Trust courses. Low staff turnover is a factor in maintaining high standards.
"The Great Eastern was an institution in Brighton long before we took it on and I was very concerned not to mess it up after 150 years," says Nick.
"The American whiskey specialism has given us a profitable and popular USP, but hasn't changed the 'local' feel of the pub."
